Dr Lara Moroko

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Dr Lara Moroko

Lecturer in Management (Marketing)

MGSM

Contact Details

Tel: +61 2 9850 9602

Email: lara.moroko@mgsm.edu.au

Expertise

Marketing

Bio

About Dr Lara Moroko

Lecturer in Management (Marketing)

B.Bus (Hons) (UTS), MCom (UNSW), PhD (UNSW)

Teaching Areas

  • Marketing & Strategic Management

Research Area Affiliations

  • Marketing

Research statement

Lara Moroko explores the connection between marketing and broader corporate strategy, especially inter-relationships between marketing, HR and corporate strategy.  She applies issues of social responsibility and sustainability to corporate brand strategy and product development. In particular she examines how initiatives in these areas are perceived within organizations and how these perceptions may differ for external stakeholders, such as customers, distributors and investors

Contribution to management practice

Lara has 15 years of experience in the financial services industry, which underpins her diverse consulting experience.  Working in investment and retail banking, construction, technology, public utilities and health-care, Dr Moroko has consulted in the areas of business, marketing and brand strategy.  The challenges faced by this broad range of corporate clients provides Lara with a source of inspiration and insight for her academic research and teaching.

Media topics

  • Corporate and Marketing Strategy
  • Relationships between Marketing and other Business Functions
  • Key Issues in Brand Strategy
  • Sustainable Value Creation in Marketing
  • Green Marketing

Publications

Journal articles

  • Groeger, L., Moroko, L., & Hollebeek, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3-4), 190-209. DOI: 10.1080/0965254X.2015.1095223
  • Moroko, L., & Uncles, M. D. (2009). Employer Branding and Market Segmentation. Journal of Brand Management, 17(3), 181-196.
  • Moroko, L., & Uncles, M. D. (2008). Characteristics of Successful Employer Brands. Journal of Brand Management, 16(3), 160-175.

Book chapters

  • Moroko, L., & Uncles, M. D. (2016). Strategic employer brands: current domain, future directions. In F. Dall'Olmo Riley, J. Singh, & C. Blankson (Eds.), The Routledge companion to contemporary brand management (pp. 309-323). London: Routledge.
  • Moroko, L., & Uncles, M. D. (2011). "Employer Brands". In M. D. Uncles (Ed.), Perspectives on Brand Management (pp. 151-170). Prahan, Australia: Tilde University Press.

Conference papers

  • Sievers, S., Valor, C., Groeger, L. & Moroko, L., (2015). Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective. Australian and New Zealand Marketing Academy Conference 2015 (pp, 653-660). Sydney, Australia: ANZMAC.
  • Moroko, L., Hollebeek, L., & Groeger, L. (2014). How Do Brands Capture Value through Engaging Non-Paying Consumers?. Australian and New Zealand Marketing Academy Conference 2014 (pp, 161-181). Brisbane, Australia: ANZMAC.
  • Groeger, L., & Moroko, L. (2014). Formation of expectations for online MBA units and its impact on satisfaction, 43rd European Marketing Academy Conference (pp. 107-107), Valencia, Spain: EMAC.
  • Moroko, L., & Uncles, M. D. (2013). It's all about the experience - drivers of success in employer branding. Australia New Zealand Marketing Academy Conference 2013 (pp. 1-7). Auckland, New Zealand: ANZMAC.
  • Moroko, L., & Uncles, M. D. (2009). Mechanisms that Shape and Perpetuate the Employer Branding Process. Australian and New Zealand Marketing Academy Conference (pp. 1-7). Melbourne, Australia: ANZMAC.
  • Moroko, L., & Uncles, M. D. (2008). What Do Employer Brand Segments Look Like?. Academy of Marketing Conference. Aberdeen Business School, Robert Gordon University, Scotland.
  • Moroko, L., & Uncles, M. D. (2007). Characteristics of Successful Employer Brands. Australian and New Zealand Marketing Academy Conference (pp. 1687-1696). Otago University, Dunedin, New Zealand: ANZMAC.
  • Moroko, L., & Uncles, M. D. (2005). Employer Branding - the Case for a Multidisciplinary Empirical Investigation. Australian and New Zealand Marketing Academy Conference (pp. 52-57). University of Western Australia, Perth, Australia: ANZMAC.
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